Connecting Resources To Move Communities and Businesses Forward

December, 2012

Analysis of the Visitor Spending and Tourism Economics

In 2012, Economic Development Partners (EDP) was contracted with to complete an Economic Impact Plan (EIP) for the Fox Wisconsin Heritage Parkway (FWHP) nonprofit organization. The EIP is a study of the economic impact of visitor spending and economic opportunities identified for the entire FWHP Region.

This study examined the economic impact of Visitor Spending and economic opportunities identified for the Fox Wisconsin Heritage Parkway (FWHP) Region. The Fox Wisconsin Heritage Parkway Region of Wisconsin which covers approximately 280 miles, meanders across fifteen counties from Green Bay to Prairie du Chien, and provides all the vital elements that outdoor recreation land and water enthusiasts, heritage, cultural, culinary tourists and birders are looking for when participating in their sports and activities, including entertainment, heritage area attractions, natural beauty, terrain, dining and the overall visitor experience. Data collected from over 1,200 outdoor recreation and paddling enthusiasts surveyed was used to estimate the current and existing patterns of visitor spending and total economic impact of outdoor recreation land and water enthusiasts and heritage tourism on the State of Wisconsin and local economies along the FWHP. Surveys conducted and referenced in the study included the Canoecopia Paddling event in Madison, Wisconsin, University of Whitewater - Financial and Economic Research Center (FERC), Tourism Economics and the 2011 Wisconsin Statewide Comprehensive Outdoor Recreation Plan (SCORP). Outdoor recreation enthusiasts, heritage and cultural visitor spending profiles used in the proprietary V2P model were developed for two visitor segments: local residents traveling throughout the Parkway and those from outside the local area, either traveling on day trips and/or overnight trips involving stays in local hotels or lodging.

The culmination of these visitor surveys provides the economic model and findings used within the EIP report. Results indicated that 71.2% of respondents are involved in outdoor recreation and silent sports on a weekly or daily basis and are highly motivated and committed, 89 percent of the participants have some form of post-secondary education, 60 percent of the participants come from a household whose income is at least $50,000 – $74,999, and outdoor recreation/silent sport enthusiasts spent an average of $50 - 100 on meals, etc. during their silent sport trip.

Based on the proprietary V2P Model, the estimated 2012 economic impact of the current 1,148,000 baseline visitors to the Fox Wisconsin Heritage Parkway region would be 746 full time equivalent jobs that tend towards the tourism industry. Estimated labor income of $20,008,858 annually, would contribute $61,620,504 in Direct, Indirect and Induced sales from the visitors to the Region. Based on the assumptions stated in this report, the projected 4 – year Economic Impact would be $62,242,871 in 2013, $65,933,939 in 2014, $72,527,333 in 2015 and $79,780,067 in 2016 respectively. These results showcase the significance of the tourism and economic importance of the heritage, cultural, culinary tourism and silent sports - related activities within and surrounding the Parkway.